"WE LOVE JEANS, a passion we share with anyone who mourns a worn-out pair like the passing of a close friend. No fabric ages quite as beautifully as denim; the longer you wear your jeans, the more character and attitude they acquire. You shape them with your lifestyle, and they become like a second skin. Jeans share the same soul and attitude found in the rock’n’roll scene — they’re both part of the same culture. We’ll always stay true to jeans. We’re not looking for fly-by-night fads; our inspiration is found far from the world of glamour and catwalks. We don’t just offer jeans. We offer a way of thinking, a concept, and an undying passion, fuelled by the traditions of denim and the characteristics of the fabric itself."